In-stream mobile ads are less aggravating than interstitial mobile advertising

In-stream mobile adverts are preferred by mobile device users. That’s according to new research from mobile brand advertiser, Kargo. The Captivate vs. Aggravate neuroscience study assessed various mobile ad formats to find out which one was the most captivating for consumers versus those that cause some level of aggravation.

In partnership with neuroscience research firm, MediaScience, consumers’ rational and emotional responses towards four mobile advertising formats were tracked using eye movements, biometric responses and changes in attitude.

The study found that whilst size is important for mobile adverts, consumers do not automatically think that bigger is better. Interstitial adverts, which pop up and block a mobile screen, are viewed as most annoying and intrusive. Attention to this format was not sustainable.

However, marketers needn’t fear if they made a mistake with a mobile campaign as most users tend to be rather forgiving and do not change their opinions about a brand or editorial content around an ad. But whilst a brand may not lose customers, it certainly won’t gain any new ones.

“A shocking amount of mobile ad dollars are going towards boring – or worse, annoying – ads that alienate consumers and negatively impact user experience. Ads that draw consumers in and attract attention are more impactful and effective, compared to large, interstitial ads that consumers are visually engaging with, but often because they are trying to close them.”

Kargo’s own sidekick ads, which are small, but expandable and appear in the corner of a screen, were found to encourage several views at various times. In addition, respondents had a positive response to such ads.

Kargo now partners with over 200 brands and 300 publishers. The company recently surpassed $100m in 2015 revenue and feature among the Inc. 500 for the second consecutive year.